Principles of Marketing
Financial Times Prentice Hall (Verlag)
978-0-273-64662-4 (ISBN)
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John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition. Principles of Marketing, Third European Edition provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world. Following the most extensive market research, this edition has been revised and updated to include
PART ONE: MARKETING AND THE MARKETING PROCESS 1. Marketing in a Changing World: Satisfying Human Needs Case 1 KitKat: Have a break 2. Marketing and society: social responsibility and marketing ethics Case 2 Nestle: singled out again and again 3. Strategic Marketing Planning Case 3 Look out Lipton, here comes Oolong! PART TWO: THE MARKETING SETTING 4. The Marketing Environment Case 4 Unilever: Power? 5. The Global Marketplace Case 5 Making the global tipple: soil, climate, aspect and mystique 6. Consumer Buyer Behaviour Case 6 Aibo: looking for a charged-up spot? 7. Business-to-Business Marketing Case 7 Biofoam: just peanuts? 8. Market Information and Marketing Research Case 8 Judy Greene Pottery PART THREE: CORE STRATEGY 9. Market Segmentation and Targeting: Satisfying Human Needs Case 9 Coffee-Mate 10 Positioning Case 10 SoBe's herbal hedonism 11 Building Customer Relationships: Customer Satisfaction, Quality, Value and Service Case 11 National Gummi AB 12 Creating Competitive Advantages Case 12 The mobile maelstrom PART FOUR: PRODUCT 13 Brands, Products, Packaging and Support Services Case 13 Colgate: one squeeze too many? 14 New-Product Development and Product Life-Cycle Strategies Case 14 The Swatchmobile: any colour combination, including black 15 Marketing Services Case 15 NSPCC: misunderstood PART FIVE: PRICE 16 Pricing Considerations and Approaches Case 16 Easyjet, easy Go 17 Pricing Strategies Case 17 Pricing Imperial's oil PART SIX: PROMOTION 18 Integrated Marketing Communication Strategy Case 18 Absolut vodka: absolutely successful 19 Mass Communications: Advertising, Sales Promotion and Public Relations Case 19 Promotions in a digital age 20 Personal Selling and Sales Management Case 20 Britcraft Jetprop: whose sale is it anyhow? PART SEVEN: PLACE 21 Managing Marketing Channels Case 21 Pieta luxury chocolates 22 Direct and Online Marketing: The New Marketing Model Case 22 Cool Diamonds: are they forever? Glossary Subject index Index of companies Copyright acknowledgements
Erscheint lt. Verlag | 6.7.2001 |
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Verlagsort | Harlow |
Sprache | englisch |
Gewicht | 1836 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 0-273-64662-1 / 0273646621 |
ISBN-13 | 978-0-273-64662-4 / 9780273646624 |
Zustand | Neuware |
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